3 resultados para Motivation research (Marketing)

em Universidad de Alicante


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El presente trabajo analiza los factores determinantes de la motivación cultural de los turistas a la hora de elegir un destino. Para ello se proponen diversas hipótesis de investigación relativas al impacto en dicha motivación cultural de varias características sociodemográficas, psicográficas y de comportamiento turístico. La aplicación empírica realizada en España sobre una muestra de ámbito nacional de 2.127 individuos permite concluir que mayores niveles de estudios, menores tamaños del hogar, mayor interés en conocer lugares nuevos y menor sensibilidad a los precios, conducen a una mayor motivación cultural. Especialmente curioso resulta el efecto curvilíneo obtenido para la variable edad: creciente en origen y decreciente a partir de un punto. Dada la relevancia de las dimensiones analizadas, las implicaciones para la gestión de destinos culturales son inmediatas.

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The aim of this study was to identify Spanish stakeholders’ views on the relationship between childhood obesity and the marketing and advertising of food and beverages aimed at children in Spain, as well as on the corresponding of regulations. We performed a qualitative study based on semi-structured interviews with Stakeholders/Key Informants (KI) from 13 organisations: experts (2), consumer advocates (1), public health advocates (2), food manufacturers (2), advertising advocates (1), government representatives (1), child/family/school advocates (2) and media (1). The variables studied were Prevalence of childhood obesity and its relationship to marketing/advertising and Regulation of marketing. In order to identify the most relevant arguments (pearls) in the discourses, a blind independent analysis by four members of the research team was performed. We found that the prevalence of childhood obesity was perceived to be higher than the European average. Self-regulation was identified as the main form of marketing control. Only food manufacturers and advertising agencies considered voluntary action and supervisory procedures to be effective. The other stakeholders advocated state control through legislation and non-state actions such as external assessment and sanctions. Despite the divergence of opinion between stakeholders, there was agreement on the need to improve supervision and to ensure compliance with current self-regulatory codes in Spain.

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The lifestyle migration conceptual framework is based on the motivation for moving reported by the migrants themselves. We discuss the operability of this approach, which is built on the subjective assessments of individuals. It diminishes the actual importance of economic factors and has an underlying ideological element associated with the categorisation of people according to their nationality. A comparative analysis of residential variations by nationalities between 2005 and 2010 in Alicante (Spain) shows that, when faced with the economic crisis, the so-called lifestyle migrants are changing their mobility patterns in a way similar to the rest of the migrants. This calls into question the adequacy of juxtaposing lifestyle and labour migration. Both theory and research show that this duality, instead of clarifying applied research, makes it more difficult. We argue that the lifestyle migration framework is inadequate to study changes in mobility patterns, particularly when using a quantitative approach.